Last updated on June 13th, 2024
It will be a summer of adventure for the National Watermelon Promotion Board, thanks to a month-long collaboration with Disney and Pixar’s original feature film Luca, which streams exclusively on Disney+ starting June 18.
“Luca” is a fun and heartwarming story about friendship, stepping out of your comfort zone and an extraordinary pair of sea monsters who experience a life-changing summer. Watermelon makes a special cameo in the film as sea monsters Luca and Alberto, who look human when they’re dry, venture beyond the surface to the Italian seaside town of Portorosso to see – and taste – all this new world has to offer. 
As part of its collaboration, Winter Springs, Florida-based NWPB has developed the “Unforgettable Summer” campaign, connecting watermelon and Luca’s inherent themes of summertime joy and happiness.
Throughout the month of June, NWPB will encourage people nationwide to visit a special landing page (Watermelon.org/PixarLuca) to either share an unforgettable summer adventure they’ve had or would like to have in 2021.
Individuals who share their stories and dreams are entered for the chance to win weekly prizes, such as Luca merchandise or one grand prize of an “Unforgettable Movie Night” prize pack which includes an outdoor movie projector, projector screen, popcorn maker, watermelon slicer and a BlendJet.
“Watermelon and summertime adventures go hand-in-hand, which makes our collaboration with Disney and Pixar’s Luca a perfect pairing,” said Stephanie Barlow, senior director of communications for NWPB. “While watermelon is incredibly versatile, there’s no denying most everyone associates enjoying watermelon with our best summer memories – whether it’s family picnics, weekend getaways or unforgettable vacations. That connects directly with the themes of Luca, which arrives just as we find ourselves in peak watermelon season.
“Our members are incredibly excited about the ‘Unforgettable Summer’ campaign, as well, and look forward to sharing with their stakeholders in the months ahead,” Barlow added.
On the Watermelon.org landing page, visitors also will find:
- The world of Lucabrought to life;
- The film’s trailer;
- Watermelon recipes inspired by Italian cuisine – such as “Watermelon Pizza alla Italia” and “Watermelon Caprese alla Feta;” and
- A chance to enter the “Unforgettable Summer” Sweepstakes.
To draw people to the landing page, NWPB will promote the collaboration on its social channels as well as via pre-roll digital ads – all targeting watermelon lovers while drawing new fans and followers of Pixar and Luca.
